Don Smallgoods names The Royals as creative agency of record

The Royals has won Australian smallgoods manufacturer DON Smallgoods’ creative account following a competitive pitch.

The win sees the creative agency take over from incumbent DDB Melbourne, having been tasked with creating a new brand platform and campaign to reignite DON’s iconic status.

Set to launch later this year, the brand platform and campaign will seek to drive long-term growth for brand, which is part of George Weston Foods, in a saturated and competitive category.

Sophie Fetterplace, head of marketing & innovation at George Weston Foods, said: “While DON remains well known among many Australians, driving preference at shelf remains a key challenge particularly in such a competitive market. The Royals impressed us not just with their understanding of the category and DON Smallgoods brand, but also in their cultural alignment with the George Western Foods business. We can’t wait to unleash this next phase of DON brand growth together.”

The Royals managing partner Steve O’Farrell added: “The Royals are all about cured meats and they don’t come any better than DON Smallgoods. DON is one of the iconic FMCG brands in the country and we’re thrilled to be tasked with the challenge of unlocking positive change for the DON’s range now and in the future.”

The appointment follows several other recent wins for The Royals, including appointment to the creative accounts of SmartPay, Guide Dogs Australia and Deliveroo.


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